A Study of Millennials's Preferences for Social Media Advertising in Delhi NCR

Arora, Taanika; Agarwal, Bhawna; Kumar, Arvind

doi:10.17010/ijom/2018/v48/i10/132334

Cited by 18 publications

(12 citation statements)

References 26 publications

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“…Kruskal-Wallis H test is a rank-based nonparametric test widely used to determine if there are statistically significant differences between two or more groups of an independent variable on a continuous or ordinal dependent variable (see, e.g. Arora et al, 2018). The Mann-Whitney U test is commonly used to compare differences between two independent groups when the dependent variable is either ordinal or continuous, but not normally distributed (see, e.g.…”

Section: Statistical Proceduresmentioning

confidence: 99%

Contamination by citations: references to predatory journals in the peer-reviewed marketing literature

Moussa¹

2021

SAJM

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PurposePredatory publishing is a growing and global issue infecting all scientific domains. Predatory publishers create counterfeit, not (properly) peer-reviewed journals to exploit the open access (OA) model in which the author pays. The plethora of predatory marketing journals along with the sophisticated deceptive practices of their publishers may create total confusion. One of the many highly likely risks of that bewilderment is when peer-reviewed, prestigious marketing journals cite these pseudo-marketing journals. This phenomenon is called citation contamination. This study aims to investigate the extent of citation contamination in the peer-reviewed marketing literature.Design/methodology/approachUsing Google Scholar as a citation gathering tool, this study investigates references to four predatory marketing journals in 68 peer-reviewed marketing journals listed in the 2018 version of the Academic Journal Guide by the Chartered Association of Business Schools (CABSs).FindingsResults indicate that 59 of the 68 CABS-ranked peer-reviewed marketing journals were, up to late January 2021, contaminated by at least one of the four sampled predatory journals. Together, these four pseudo-journals received (at least) 605 citations. Findings from nonparametric statistical procedures show that citation contamination occurred irrespective of the age of a journal or its 2019 Journal Impact Factor (JIF). They also point out that citation contamination happened independently from the fact that a journal is recognized by Clarivate Analytics or not.Research limitations/implicationsThis study investigated citations to only four predatory marketing journals in only 68 CABS-listed peer-reviewed marketing journals.Practical implicationsThese findings should sound an alarm to the entire marketing community (including academics and practitioners). To counteract citation contamination, recommendations are provided for researchers, practitioners, journal editors and academic and professional associations.Originality/valueThis study is the first to offer a systematic assessment of references to predatory journals in the peer-reviewed marketing literature.

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Section: Statistical Proceduresmentioning

confidence: 99%

Contamination by citations: references to predatory journals in the peer-reviewed marketing literature

Moussa¹

2021

SAJM

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“…Moreover, many companies have e-commerce platforms, so homepage advertisements play a direct role in the sales of their products. Literature [12] divides online advertising into portal advertising and interactive advertising. Literature [13] classified online advertising as follows: banner advertising, button advertising, e-mail advertising, wallpaper advertising, sponsored advertising, competition and promotion advertising, interstitial advertising, interactive game advertising, commercial service advertising, full-screen advertising, banner advertising, picture-in-picture advertising, streaming advertising, interstitial advertising, instant popup advertising, mobile advertising, hover advertising, etc.…”

Section: Related Workmentioning

confidence: 99%

New Media Advertising Communication Analysis Model Based on Extension Neural Network

Zhang

2021

Scientific Programming

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In order to improve the effect of new media advertising communication analysis, this paper combines the scalable neural network to construct the new media advertising communication analysis model. Moreover, this paper analyzes in detail the basic theories of fuzzy neural network and extension evaluation, the structure design and learning algorithm, and classification of fuzzy neural network. In particular, this paper summarizes the optimization algorithms and methods of neural network structure. In addition, this paper improves the algorithm to meet the needs of new media advertising data analysis and builds an intelligent system framework. The experimental verification shows that the new media advertising communication analysis model based on the extension neural network proposed in this paper meets the new media advertising communication analysis effect.

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“…They are diverting from traditional advertisement channels and use social media platforms to assess the latest information. The significant impacts of social media advertising on our lifestyles have a strong connection with millennials' preferences (Arora et al, 2018). Advertising can be defined as "a paid mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future" (Richards and Curran,p.…”

Section: Effects Of Perceived Informativeness On Perceived Advertising Valuementioning

confidence: 99%

“…Gaber et al (2019) stated that informativeness and lack of irritation had a significant influence on the brand's attitude. Value is a useful tool for measuring the effectiveness of advertising (Arora and Bhawna, 2020;Arora et al, 2018;Rodriguez, 2018). Therefore, the perceived value of advertising influences customer awareness of the brands.…”

Section: Effect Of the Perceived Value Of Advertising On Brand Awarenessmentioning

confidence: 99%

“…Consumers use the information presented on social media for decision-making. Arora et al (2018) reported the respondents' preferred this approach because they are familiar with online platforms and regularly interact with blogs. The study also found that millennials used social media to compare different products and to seek experts' opinions before buying a product.…”

Section: Introductionmentioning

confidence: 99%

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An evaluation of social media advertising for Muslim millennial parents

Sari

Suziana

Games

2020

JIMA

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Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

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A Study of Millennials's Preferences for Social Media Advertising in Delhi NCR

Cited by 18 publications

References 26 publications

Contamination by citations: references to predatory journals in the peer-reviewed marketing literature

Contamination by citations: references to predatory journals in the peer-reviewed marketing literature

New Media Advertising Communication Analysis Model Based on Extension Neural Network

An evaluation of social media advertising for Muslim millennial parents

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